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Canada Bread is on a mission to renovate your #DIYSandwich

Check out the sandwich expert, Butch as he turns this amateur's sorry sandwich into an unapologetic masterpiece. Toronto ad agency C...

Check out the sandwich expert, Butch as he turns this amateur's sorry sandwich into an unapologetic masterpiece.

Toronto ad agency Cundari create the Do-it-yourself Sandwich campaign for Canada Bread targeted directly at sandwich loving men. The campaign includes the microsite diysandwich.ca housing the DIY Sandwich video and the hub for the Reno Your Hunger Contest, as well as a sweet platform showcasing a ton of delicious sandwich ideas.

"The sandwich is a bit of an institution among men," says Cory Eisentraut, Group Creative Director at Cundari. "And as far as using Instagram for the contest, men are already sharing images of their sandwich masterpieces online - so this should make for some healthy competition."